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CONSUMER BEHAVIOUR

Personal Consumption Journal Assignment (Assignment-1)

Assignment

We are all consumers and there is no better way to begin to understand why others purchase
products than to become aware of the influences on our own buying behaviour. During the
first few weeks of the course you are required to keep a journal of your own purchasing
decisions and hand in a short (4-5 page) summary of the decisions made and insights gained
from them.

Goals

1. To reinforce concepts learned in class through an analysis of real world behaviour


2. To understand and heighten your awareness of the influences behind your own
purchasing behaviour
3. To provide insights on how to be a knowledgeable consumer and effective marketer by
assessing your own purchasing patterns.

Format

You may use any format for recording your purchases you wish, but at a minimum should
include:
• Description of product or services purchased.
• Date of purchase:
• Place of purchase:
• Brand Name: (for each item)
• Price: (for each item)
• Reason for purchase
• Thoughts and feelings associated with the purchase/or while shopping.
• Notes on anything that influenced your purchasing behaviour e.g. Salesperson,
advertising, packaging, friends, store ambience etc.
• Other Descriptive Information:

Types of questions you may want to ask yourself might include:

• Why did I buy a particular product instead of a competing one?


• Did any advertising or promotion influence me?
• Why did I buy from this particular vendor?
• What were the cultural, family, peer, lifestyle, situational, and personality influences that
led me to this purchase?
• Was the packaging an influence?
• How did I find out about the product or service
• What were my feelings before, during and after the purchase?
• Did the method of payment have an influence on my buying decision?
• What, if anything, does the product or service say about me?

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It is not necessary to record everything you buy but you should try for a minimum of 3 entries
per week. In addition to purchases made at stores don't forget ongoing purchases such as
cable, telephone, power or online purchases. Also, don’t forget minor purchases such as a
pack of gum, chocolate bar, coffee etc.

The paper

The paper should analyse five of your purchases during this period, and the influences that
led you to purchase them in relation to consumer behaviour concepts covered in class and in
the text. You should note any patterns in your buying behaviour and also consider the
implications as to how knowledge of your buying behaviour could be useful to marketers.
Where should they promote their product to get your attention? What message should
marketers use to persuade you? The answers to these last two questions can be either for
groups of products or for particular ones. The paper should include a brief introduction as
well as concluding or summary statement. Format should be 4-5 pages double-spaced. Cover
pages are OK but please no binders or folders, or the journal entries themselves.
………………………………………………………………………………………......

Print Ad Assignment (Assignment-2)


Assignment

This assignment requires you to find a print ad that illustrates the effective use of some of the
ideas, concepts or principles covered in class and submit a brief (2-3 page) discussion of the
underlying principles that make it an effective ad. A copy or photocopy of the ad must also
be submitted. The paper should include a brief introduction as well as concluding or
summary statement. Format should be 2-3 pages double-spaced. Again, cover pages are OK
but please no binders or folders. The assignment is worth 10% of the final grade.

Your discussion should include:


• A statement of the concepts, principles, theory(ies) or ideas that is/are illustrated.
• A brief discussion of what the concept(s) is and how it works
• A discussion of how the ad illustrates the use of the principles.
• A discussion of how it is intended to affect consumer behaviour.

Failure to discuss theory in a substantive way will result in a failing grade. For example,
providing an explanation that “this ad got my attention” is not substantive, even though
“attention” is a concept discussed in class. No knowledge of consumer behaviour is required
to merely identify an ad as attention-getting, and a grade corresponding to this lack of
knowledge would be assigned to such a submission.

Some things to consider:


• The product being advertised
• The target audience
• The appropriateness of the medium
• The appropriateness of the location
• Any emotions, instincts, or desires being appealed to
• Who (if anyone) is represented in the advertisement and what they are doing

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• What things are in the ad and why, and their positioning or arrangement
• The colour scheme

Submission and Standards:

1. Assignment must be handed in by the given deadline, otherwise penalties of late


submissions will apply. Work submitted late, without permission, will be penalised as
follows:
a. 0% Deduction = Authorized
b. 15% Deduction = 1-5 days
c. 30% Deduction = Thereafter

Assignment will not be accepted for marking if submitted after the end of the semester in
which it is set.

2. Punctuating, spelling, grammar and meaning

a. Proof read your course work for spellings and punctuation.


b. Sentences should be sentences and have meaning.
3. Pages must be numbered and font size must assist reader. Please do not use Italics or fancy fonts.

4: A4 paper and binder must be used.

5: Include word count on the content page.

Submission Deadline: 08 May. 2011 by 1:00 PM

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Assignment

Consumer behavior knowledge is applied in Marketing Management. A sound


Understanding of the consumer behavior is essential to the long-term success of
any marketing programme. It is the corner stone of marketing concept which
stress on consumer wants and needs, target market selection, integrated
marketing and profits through the satisfaction of the consumers. Consumer
behavior is also important in non-profit and social organizations. Such
organizations are govt. agencies, religious organizations, universities and
charitable organizations. Consumer behavior also helps in marketing of various
goods which are in scarcity. People are made aware that gas, fuel, water and
natural resources are in scarcity. Consumers are encouraged to reduce their
consumption of these commodities. Consumer benefit from the investigation of
their own behavior. When the consumer learns the many variables that affect his
behavior. He gets educated and understands better how to effect his own
behavior. What is learnt about consumer behavior also benefit consumer in a
formal sense.

There can be many benefits of a product, for example, for owning a motor bike,
one can be looking for ease of transportation, status, pleasure, comfort and
feeling of ownership. The cost is the amount of money paid for the bike, the cost
of maintenance, gasoline, parking, risk of injury in case of an accident, pollution
and frustration such as traffic jams. The difference between this total benefit and
total cost constitutes the customer value.

• Description of product or services purchased.


Iphone 4G 32GB
• Date of purchase:
24th March 2011
• Place of purchase:
Jinnah Super Market Sector F-7, Islamabad.
• Brand Name: (for each item)
Apple
• Price: (for each item)
Rupees-75,000
• Reason for purchase
Purchased due to its unique touch technology
• Thoughts and feelings associated with the purchase/or while shopping.
I got very excited to feel the pleasure of opening a brand new cell phone of the
most elite Brand.
• Notes on anything that influenced your purchasing behaviour e.g. Salesperson,
advertising, packaging, friends, store ambience etc.
I was surfing internet and in the mean while an ad blinked in the right half of
the window containing the exciting pictures of the said model. I couldn’t resist
myself from clicking to see more. When I opened I got more excited and then I
searched for the phone’s features and read the users’ opinions and experts’

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reviews and found everyone stating it to be the best phone available in the
market with the most fascinating features.
• Other Descriptive Information:

• Why did I buy a particular product instead of a competing one?


• Did any advertising or promotion influence me?
• Why did I buy from this particular vendor?
• What were the cultural, family, peer, lifestyle, situational, and personality influences that
led me to this purchase?
• Was the packaging an influence?
• How did I find out about the product or service
• What were my feelings before, during and after the purchase?
• Did the method of payment have an influence on my buying decision?
• What, if anything, does the product or service say about me?